It's a generally accepted rule that if you want consumers to buy your product, you don't insult your target market. It is clear to me that the following commercial didn't have this in mind, because the advertisement never made it to TV, but the fact that is was even considered is appalling to me.
Go here to see one of the most sexist commercials I have ever seen attempted to air in the US. Might be NSFW depending on your work environment.
I can't understand how this commercial was ever green lighted. The advertising community is not one that is totally dominated by men anymore. Women are even founding major ad agencies, women like Nancy Rice who co-founded Fallon. How, then, did this commercial which was pulled solely because women refused to buy the shoes due to the sexism of the commercial get aired? Is this level of objectification so mind numbingly high that even women in positions of power believe it to be okay?
Not once does this commercial show the woman's face. We're led to believe it's not her voice either. It doesn't even show the shoes on her feet. It is a commercial that is literally nothing but her breasts, butt, and ankles. Not only was it a terrible advertising strategy, a blatant insult to the target market, but again there are social responsibilities.
I promise this is the last blog for awhile about advertisers being socially responsible, I've been on this soap box for far too long, but attention had to be drawn to this.
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